Before getting to the 2013-14 college football bowl schedule and associated predictions and operations, a note on sponsored discourse. In this post-Musburger-for-all-the-Tostitos world, it is an unremarkable fact that the bowl games are not merely sponsored football contests but business entities in and of themselves, the sponsorship-style nomenclature– e.g., “the Tostitos Fiesta Bowl”– a mere reflection of the game’s less overtly monied past. Even the ostensible bastion of postseason intercollegiate purity now is known as “the Rose Bowl Game presented by Vizio.”
When a bowl game is a business, and not merely a happening, there is an associated shift in the commercial advertising language referential to that business. The NFL’s decision to prohibit the use of “Super Bowl” by non-league advertisers, who now must offer you late-January deals on new televisions for watching “the big game,” provides a rough analogy.
I understand and accept the logic behind a business’ desire to control its portrayal in other business’ advertisements and insist on inclusion of a game’s full, sponsored title in that portrayal. What I do not understand is why the news media plays along. This week, I heard a local sports talk show talk about talking about Georgia’s appearance in “the Taxslayer dot com Gator Bowl,” and that’s far from the only example. I understand that some of the sponsors have integrated their names into the bowl games’ names in such a way that it’s difficult– or, where the sponsor’s name and the bowl’s name are one and the same, impossible– to say the bowl’s name without saying the sponsor’s name as well (e.g., the Kraft Fight Hunger Bowl and the Capital One Bowl, respectively). “Taxslayer dot com” is a mouthful, though, and everybody already knows the Gator Bowl. “The Rose Bowl Game presented by Vizio” is ridiculous to say, and things like “the Allstate Sugar Bowl,” “FedEx Orange Bowl,” and “Tostitos Fiesta Bowl” simply are superfluous. Why the sports news media feels obligated to append these sponsor names when discussing the bowls is beyond me, and you won’t find us doing it here, unless it’s something humorous like the Beef O’Brady Bowl or the RealOakFurniture.com Bowl.
Onto the bowl schedule, which begins this Saturday. Continue reading